The George Captures SoMa’s Industrial Past Through Contemporary Design and Offers Unique Amenities Amid a Melting Pot of Businesses, Retail, Arts and Community Organizations
SAN FRANCISCO, CA — Brookfield Properties today began leasing residences at The George, a new 20-story, 302-unit apartment building at its 5M cultural-arts and mixed-use district under development in San Francisco’s downtown SoMa neighborhood.
“The George is special because of its deep connection to SoMa’s history and the thoughtful way that it integrates with local businesses, retail and arts offerings.” said Brookfield Properties Development Director Christie Donnelly. “The spirit of SoMa’s industrial past and its eclectic modern-day neighborhood tapestry are weaved into The George’s design with a focus on materiality, color, and craftsmanship.”
The George is the first major element of 5M to come online to the public with Brookfield Properties remaining components to open in spring 2022. 5M was entitled by Brookfield Properties in partnership with Hearst. The new district is transforming four acres of parking lots and underutilized buildings into a pedestrian-focused experience with new housing, the 415 Natoma 25-story office tower, retail and restored historic buildings that all open up to a new public park at its heart. Programming for arts, neighborhood cultural communities, and the community youth are integral to 5M.
“We intentionally designed spaces to foster a greater sense of community with local businesses, retail, arts, homes and neighborhood organizations,” said Donnelly. “It will be a hub of creativity and community.”
The George is leasing studio, 1- and 2- bedroom rental homes, including 211 market rate and 91 BMR middle-income homes at 100-120-150% of San Francisco Median Income (AMI). The George has the highest percentage of middle income BMR units on site in City history.
Eric Shaw, Director of the Mayor’s Office of Housing and Community Development, said, “As we work to build more housing for all San Franciscans, it’s important that projects like The George at 5M are bringing middle-income units online that are affordable to working people in this City. Overall, the 5M project will open housing opportunities for a range of people and income levels with rental middle-income, senior, low-income, and formerly homeless housing, as well as market rate housing.”
Inside and out, The George features unparalleled amenities. Residents today enter through an inviting double-height public lobby that will have integrated retail in the future that fosters a sense of community and diversity, which is further emphasized through artwork by local women, BIPOC, and other artists. It offers a 24/7 concierge service; a 16th-floor rentable clubroom and open-air amenity deck with sweeping views of downtown, Potrero Hill and the San Francisco Bay; state-of-the-art fitness studio; a coworking library; a resident bar and lounge with billiards; and, a private event dining space opening onto an adjacent open-air terrace.
Outside, the new Parks at 5M are at its doorstep, with central park, children’s play area, dog run, and outdoor performance space with free, year-round programming and special events. A pedestrian only retail and cafe paseo runs along its edge. The George is within walking distance to San Francisco’s cultural arts district, Union Square shopping, Yerba Buena Gardens, extensive local and regional public transportation, and more — all in a neighborhood long defined by its community rooted in Filipino heritage.
The George is designed by architectural firm Ankrom Moisan and constructed by Build Group Inc. Interiors are by Studio Saint.
The building’s exterior design showcases a gradient themed facade inspired by the oxidation of copper and celebrates the natural cycles of growth, and the beauty of aging and patina. The building also was constructed with a focus on wellness and sustainability. It is receiving a two-star Fitwel certification, pursuing LEED Silver certification, and is outfitted with MERV-13 air filtration throughout.
Donnelly said Brookfield is delivering on the City’s and community’s desire to build homes for all income levels. Overall, 5M will include 856 housing units, including 245 affordable units on-site, on the same block or within walking distance.
The George derives its name from the Hotel George that welcomed guests from 1930-1979. It withstood the hard times of the 30s, the hope of the 40s, and witnessed the storied growth of the neighborhood into the 70s when it was closed for good. Its story of growth and renewal serves as the inspiration for The George’s design and ethos.
“The project mantra of 5M has always been to remain focused on and embrace this incredibly vibrant and diverse community. The themes of industry, innovation, comeback and community that are so central to SoMa’s history and evolution are reflected in The George,” said Donnelly, “and that’s a huge part of why this will be a special place to live.”
- Brookfield Properties is now leasing The George is a new 20-story, 302-unit apartment building at the 5M cultural-arts and mixed-use district in San Francisco.
- The George features a double-height public lobby that opens to The Parks at 5M.
- The George is now leasing studio, 1- and 2- bedroom rental homes at 5M.
- The George features unparalleled amenities with sweeping views of downtown.
About Brookfield Properties
Brookfield Properties is a leading global developer and operator of high-quality real estate assets. We are active in nearly all real estate sectors, including office, retail, multifamily, hospitality and logistics, operating more than 650 properties and nearly 325 million square feet of real estate in gateway cities around the globe on behalf of Brookfield Asset Management, one of the largest asset managers in the world. With a focus on sustainability, a commitment to excellence, and the drive for relentless innovation in the planning, development and management of buildings and their surroundings, Brookfield Properties is reimagining real estate from the ground up.